18(b) How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?

Prototypical answer:

gTLDFull Legal NameDetail
.yellowpagesTelstra Corporation LimitedView

18(B)I. WHAT IS THE GOAL OF YOUR PROPOSED gTLD IN TERMS OF AREAS OF SPECIALTY, SERVICE LEVELS OR REPUTATION?

The key goals of the proposed new .yellowpages gTLD are in line with ICANN’s Affirmation of Commitments: to promote consumer trust, competition and consumer choice. Telstra also seeks to foster the Yellow Pages® brand’s online reputation, increase marketing and brand awareness of the .yellowpages brand and provide a more flexible, accessible and better utilised authoritative internet space through which the Yellow Pages® brand is able to communicate with its customers directly and effectively. The ability to create domain names on demand related to specific marketing, specialty service and product development supports these goals. Strengthened security measures, service levels and more effective functionality will provide a trusted and positive user experience.


18(B)II. WHAT DO YOU ANTICIPATE YOUR PROPOSED gTLD WILL ADD TO THE CURRENT SPACE, IN TERMS OF COMPETITION, DIFFERENTIATION, OR INNOVATION?

It is anticipated that the proposed .yellowpages gTLD will make positive contributions to the wider internet community by providing:


DIFFERENTIATION (INCREASED TRUST):

The .yellowpages gTLD will simplify and personalise how internet users interact with the Yellow Pages® brand by providing a distinctive domain space. Internet users will be able to directly navigate to the .yellowpages gTLD site, saving time and resources searching for an official site. This will simplify the search experience for Yellow Pages’ users thereby facilitating better brand recall. Telstra seeks to use the .yellowpages domain space to personalise customer engagement for Yellow Pages’ users by marketing more targeted promotions. Telstra also seeks to increase customer satisfaction by utilising easier to remember and more personalised employee email addresses such as janet@yellowpages. The current domain name system has shown that it is vulnerable to malicious abuses due to registration of domain names which seek to exploit consumer confusion. Telstra can address some of these vulnerabilities by maintaining complete control over the domain names registered under the .yellowpages domain space. Telstra believes that the .yellowpages gTLD will increase the Yellow Pages® brand’s authenticity and credibility amongst its internet users. Together with consumer trust, internet users will be able to rely on the authoritativeness of the domain names under the .yellowpages domain space, which will differentiate interaction between internet users and Telstra.


COMPETITION:

Telstra anticipates that the proposed .yellowpages gTLD will position Telstra and its Yellow Pages brand to demonstrate its commitment to innovation and technology development. Yellow Pages began in print but has evolved and continues to evolve as a digitally led brand that embraces digital technology to assist its advertisers in reaching their customers through different mediums and devices. The differentiation of the .yellowpages gTLD as a trusted site for Telstra and the Yellow Pages® brand will drive existing and new TLD registry operators to make improvements in mechanisms to improve consumer trust of their TLDs. Internet users will be encouraged to interact with domain names under the .yellowpages domain space.


INNOVATION:

With the expansion of the internet community to all corners of the world, the existing TLD structure presents limitations, not only in the availability of domain names for registrants, but also to businesses and organisations establishing a coherent global online brand presence to meet their evolving business needs. It is often difficult to register a domain name in existing domain space due to unavailability of the desired name. This problem is amplified for brands such as Yellow Pages who work across many different jurisdictions and geographical markets. Even when the desired domain name is available, it may come with a high price tag associated with a purchase of such desired name from a third party. Telstra has the ability to create second or third level domain names which are relevant to its customer base, services and products for targeted and personalised marketing and promotions among other things. Telstra will be able to combine its use of the domain space with innovative user focused marketing and services to address the currently unmet needs in the existing domain name system providing greater consumer choice.


18(B)III. WHAT GOALS DOES YOUR PROPOSED gTLD HAVE IN TERMS OF USER EXPERIENCE?

The proposed .yellowpages gTLD will provide a positive user experience, which meets the changing and growing needs of the global internet community. Telstra will maintain control in the registration and use of domain names and will ensure that the new gTLD will only be used for purposes authorised by Telstra. Therefore, the .yellowpages gTLD will:

- provide an easy and intuitive reference and access point for Yellow Pages’ internet users;

- simplify the search experience for Yellow Pages’ users thereby promoting brand recall;

- allow the use of personalised employee email addresses such as janet@yellowpages to personalise staff contact with Yellow Pages’ users;

- represent authenticity thus promoting user confidence;

- direct internet users to relevant information in a timely manner by creating domain names on demand;

- allow the use of IDNs at a later stage to enable customer to interact directly in their native language;

- allow the use of geographic names at a later stage to localise its websites to connect with internet users in the relevant regions and to comply with local laws;

- enhance security and minimise security risks by implementing necessary technical and policy measures;

- strengthen brand reputation and user confidence by eliminating user confusion; and

- prevent potential abuses in the registration process reducing overall costs to businesses and users.


As the new .yellowpages gTLD expands and evolves, Sensis and Telstra will continue to comply with all operational, technical and policy requirements, as well as maintaining consumer trust and the stability of the internet. Sensis and Telstra will keep ICANN reasonably informed of any material developments relating to .yellowpages including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement.

At this stage, Telstra does not intend to utilise Internationalized Domain Names (IDNs) and geographic names in the second level. However, as the use of the .yellowpages gTLD evolves, it is anticipated that Telstra may utilise IDNs and⁄or geographic names within the .yellowpages domain space at a later stage. The use of IDNs and⁄or geographic names is intended to:

- allow internet users to engage with .yellowpages in their native language, creating a more positive user experience and encouraging diversity;

- localise its websites in the countries and⁄or territories in which the Yellow Pages brand operates;

- connect internet users with relevant information as applicable to the territory; and

- comply with required rules and regulations in the national territory.


Any use of geographic names will be in accordance with registration policy and the proposed measures for protection of geographic names as outlined in response to Question 22.

The .yellowpages gTLD should address the concerns that the current domain name system is open to potential malicious abuse and user confusion in the registration processes. Although the current system allows an eligible party to lodge a claim through the existing Uniform Domain Name Dispute Resolution Policy (UDRP) or other dispute resolution processes, the .yellowpages gTLD will reduce potential abuses in the registration processes and overall costs to internet users. User confidence in the domain name system will be strengthened, which will ultimately contribute towards promoting ICANN’s core values in benefiting the public interest.


18(B)IV. PROVIDE A COMPLETE DESCRIPTION OF THE APPLICANTʹS INTENDED REGISTRATION POLICIES IN SUPPORT OF THE GOALS LISTED ABOVE.

The proposed registration policy is attached in response to Question 28.

Only affiliate entities of Telstra including its wholly-owned subsidiary, Sensis, will be eligible to register domain names in .yellowpages at this stage. The domain name registration processes will address the requirements mandated by ICANN, including rights abuse prevention measures.


18(B)V. WILL YOUR PROPOSED gTLD IMPOSE ANY MEASURES FOR PROTECTING THE PRIVACY OR CONFIDENTIAL INFORMATION OF REGISTRANTS OR USERS? IF SO, PLEASE DESCRIBE ANY SUCH MEASURES.

Telstra is committed to protection of privacy and confidential information in accordance with its objective of increasing consumer trust and providing a safe and legitimate internet space for internet users. Privacy and confidential information will be protected in accordance with all applicable laws and regulations relating to internet security, privacy and user’s confidential information including the Privacy Act 1988 (Australia) and Part 13 of the Telecommunications Act 1997 (Australia).

Privacy is of fundamental concern to customers interacting with Telstra, Yellow Pages and Sensis and as such Telstra and Sensis have a strong interest in ensuring a high level of privacy protection for their customers. The Yellow Pages websites comply with the privacy policy that its managing company, Sensis, has implemented. Sensis is committed to providing its users with the highest levels of customer service including protecting their privacy. Sensis has implemented its own privacy policy to demonstrate its commitment to the protection of user privacy and confidential information. Sensis’ privacy policy covers the following areas:

- Collection of personal information collected

- Use of personal information

- Disclosure of personal information

- Access of personal information


As the .yellowpages gTLD will only be available to affiliate entities of Telstra, initially, the amount of personal data that will be collected for the purposes of operating the gTLD and made publicly available in the WHOIS database will be very limited. Telstra will provide a publicly available and searchable WHOIS look up facility, where information about the domain name status, registrant information including administrative and technical contact details can be found in accordance with Specification 4 of the Registry Agreement. In order to prevent misuse of the WHOIS look up facility, Telstra will utilise measures including a requirement where any person submitting a WHOIS database query is required to read and agree to the terms and conditions in accordance with the registration policy. This will include the terms of use that the WHOIS database is provided for information purposes only and that the user agrees not to use the information for any other purposes such as allowing or enabling the transmission of unsolicited commercial advertising or other communication.

Telstra will deploy Domain Name System Security Extensions (DNSSEC) which is intended to benefit both Telstra and its users interacting with Telstra online. DNSSEC provides additional security by validating information in the transmission, therefore it is intended to benefit those who publish information in the domain name system (DNS) and the users who retrieve information from the new .yellowpages gTLD. Telstra already implements measures to protect privacy or confidential information of its users against misuse, loss, alteration and unauthorised access. Such measures include:

- use of passwords;

- use of firewalls; and

- use of Secure Sockets Layer (SSL) data encryption.


Telstra will continue to apply all security measures currently implemented and will comply with all other policies and practices required by ICANN in the Registry Agreement and any relevant Consensus Policy for protecting the privacy and confidential information of registrants and users in the new .yellowpages domain space.


18(B)VI. DESCRIBE WHETHER AND IN WHAT WAYS OUTREACH AND COMMUNICATIONS WILL HELP TO ACHIEVE YOUR PROJECTED BENEFITS.

The proposed new gTLD will be publicised by a media plan such as the use of a media release and other promotional measures to promote recognition of the new gTLD within the internet community to be a trusted site and as a sign of authenticity.
During the initial stage of the operation of the proposed new gTLD, it is anticipated that internet users will be re-directed to current websites. However, over time, it is foreseen that communication to the internet community of the existence of the proposed new gTLD and encouragement to utilise the trusted site will contribute towards minimising malicious abuses and protecting internet users.

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gTLDFull Legal NameDetail